Apr 2, 2021
The Wall Street Rebel That Wasn’t
Robinhood told a story that didn’t line up with its reality By Jeromey Lloyd GameStop sells video games the old-fashioned way: peddling physical media in brick-and-mortar stores in an industry […]
Mar 1, 2021
Why the Perfect Customers Swipe Right
By Eric Harrison Even in the midst of a global pandemic, it’s as easy to find a romantic partner as it is to order DoorDash. 30 percent of U.S. adults […]
Jan 26, 2021
That old magic ain’t what it used to be
By Jeromey Lloyd CD Projekt was on the way to the most successful product launch in its history: the December 2020 release of the video game Cyberpunk 2077. With a […]
Jan 12, 2021
The Company(ies) We Keep
By Andrea Bullard It’s been said that every human being is a composite of the five people with whom they spend the most time. By virtue of association, the person […]
Nov 30, 2020
Trust Us: We’re Evil
In Order to Be Trusted, People Must Know What You Stand For By Ed Lynes “Don’t be evil:” It’s a pretty simple code of conduct most people could easily agree […]
Oct 16, 2020
Pass the Mic to the Smitten Customer
By Andrea Bullard By the time David Beckham agreed to serve as a brand ambassador for Samsung in 2012, the list of products endorsed by the soccer star had already […]
Sep 25, 2020
The Strength in an Aspirational Brand
Throwing Weight Behind the Right Brand Message By Hannah Landers “Make yourself a gift to the world.” This is the message that fitness brand Equinox chose to broadcast to its […]
Aug 4, 2020
The Quibi Quandary
When Strategy Doesn’t Align with Story By Hannah Landers 2020 began as another year in the Golden Age of television. It was also supposed to mark the dawn of the […]
Jul 10, 2020
The Game of Continued Connections
Aligning Innovative Product Extensions With Story By Dante Pannell Who could have predicted that a cheese-flavored lip balm wouldn’t completely take over the world? The origin story of Cheetos is […]
Mar 2, 2020
Prescription: Prioritization
When Brands Confuse Their Priorities Customers Die By Dante Pannell In December 2018, an 85-year-old Florida resident was prescribed an anti-depressant by her doctor, just like millions of Americans each […]